Gaming News

Isle of Capri Casinos Launch IsleOne Players' Club

3 March 2003

BILOXI, Mississippi – (Press Release) -- Isle of Capri Casinos, Inc. (Nasdaq: ISLE) has taken a leadership role in the gaming industry with IsleOne, the company's re-branded players' club.

The IsleOne Club, a component of the company's IsleOne Marketing System, features IsleMiles, an industry exclusive deferred reward program. IsleMiles allows players to earn miles as well as bonus points. These miles can be redeemed for merchandise, trips to other Isle of Capri Casinos, and cruises through a joint partnership with Carnival Cruise Lines.

The IsleOne Club is differentiated from other players' clubs because of the freedom of choice offered to its members. Isle customers can determine when and how they want to use their points. A player can retain points or redeem them the same day they earn them.

"Our new IsleOne Players' Club offers benefits to our players that no other club does. Isle of Capri Casino customers can earn and redeem points and complimentaries with one card at any Isle property as well as earn IsleMiles towards merchandise and vacations. Quite simply, we believe we have created the best players' club with the most rewards," said Les McMackin, vice president of marketing.

With the introduction of the enhanced IsleOne Players' Club, Isle of Capri is evolving to a customer-centric incentive approach, allowing players' preferences and behaviors to drive the reward strategy. It is fueled by centralized multi-dimensional analysis methodology that employs statistical data mining to better satisfy customers.

The company believes it will benefit through improved conversion and retention rates, leading to greater customer loyalty and satisfaction. The Isle of Capri created this unique approach with its database marketing agency, RDI of New Jersey.

Nationwide Commercial

The introduction of the IsleOne Players' Club is supported by a new nationwide marketing campaign that includes a strongly branded television commercial. The commercial features veteran actor Ricardo Montalban as spokesperson; it will reach 16-million homes in 43 markets.

McMackin said, "Mr. Montalban, who has served as our spokesperson for five years, is a natural fit for our company Isle of Capri Casinos. We chose Mr. Montalban because of his wide appeal to our demographics. He is quickly associated with a character who granted fantasy and fun to his guests in a tropical setting -- which is what the Isle is all about."

The IsleOne commercial was created by the company's advertising agency of record, Chess Communications Group of Baltimore. It was filmed in Hollywood with a high definition camera, and edited at the NFL Studio's prestigious new $45 million production facility in New Jersey.

The Isle of Capri Casinos, Inc. is holding a reception in New York City this evening at the Copacabana to introduce the new campaign and debut the commercial, as well as celebrate CEO and chairman Bernard Goldstein's invitation to open the NASDAQ Stock Market on Tuesday morning.

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